When Selena Gomez launched Rare Beauty in September 2020, she aimed to spark important conversations around mental health and self-esteem in the beauty space. Two years on, the singer and entrepreneur is proud of the brand’s impact.
As Gomez told People, “I’m most proud of the conversation that we’ve created in the beauty space. I feel like we were challenging the norms.” She wanted Rare Beauty to feel inclusive for all.
Though unsure at first if pared-back products would sell, Gomez embraced minimalist makeup you can “always add to or take away from.” Her goal was never over-the-top looks.
Rare Beauty celebrates natural beauty and what makes everyone rare. The brand’s Rare Impact Fund also increases mental health access.
Seeing other brands now addressing mental health makes Gomez “really excited.” As she said, “If anything, that’s the most important part of my brand.”
By sparking new conversations around self-love and mental wellness, Rare Beauty has made an impact under Gomez’s vision. She’s proud of challenging beauty standards to empower all.